Polk database to help telcos study customers

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Polk Co., Southfield, Mich., hopes to help telecommunications marketers better understand their customers with a new clustering tool unveiled Dec. 5 at the National Consumer Database Marketers conference in Orlando. The TeleClusters product, created by Polk's newly formed telco development group, provides lifestyle, demographic and comprehensive telecommunications behavior for 23 different clusters of individuals. Telecommunications companies can use the data to attract new customers as well as better understand current customers.

Sigma Micro Corp., Indianapolis, is preparing to market its new eController software during the first quarter of 2000. The company recently announced it had completed beta testing the product designed to help catalog, Internet and direct merchants link sales channels. E-commerce companies using the software will be able to provide real time customer service to a variety of purchasers.

U.S. Postal Service launched the direct mail and general ad campaign to promote its largest commemorative stamp collection, titled "Celebrate the Century." The direct TV, mail and print campaign handled by Draft Worldwide, Chicago, promotes sales of the 150-stamp collection that catalogs each decade of the 20th century. Many of the 2.4 million direct mail pieces will target stamp collectors as well as individuals who voted on stamps to include in "Celebrate the Century."

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